Stan & Stacy Marketing Automation Training in 1 day

02
Marketing Automation Training
Generate Valuable Leads, Convert Them To Revenue, Prove Marketing ROI
“Mastering the Buyer Journey”
v1.2

032015
Marketing Automation Training
Aldo Wink is a Digital Marketing strategist
who supports companies with demand
generation and marketing automation
implementations.
Meet the trainer

04
Training Modules
Marketing Automation Buyer Persona’s Lead Management
Introduction
Campaign Management
Marketing Automation in
Action (Demo)
Implementation Best
Practices
Campaign (Marketing
Automation) Team
Business Case
1. 2. 3.
4. 5. 6.

052015
By Stan & Stacy
Marketing Automation Agency from Amsterdam
Buyer Persona development
Inbound Marketing for demand generation
Content for lead nurturing
Campaign development
Marketing Automation implementation
Marketing ROI (Reporting & Optimization)
Support and Training
Generate leads
Drive sales
Optimize
Campaign

06
But first: why use Marketing Automation?
‘Buy’ becomes more important than ‘sell’
Information overflow
Customers don’t think in channels
Marketing ROI is very important

072015
Marketing has changed fundamentally
Find customers
Demographic
Mass advertising
Point in time blasts
Few / isolated channels
Intuitive decision making
Be found
Then Now
Behavioral Segmentation
1:1 Communication
Continuous Relationships
Exploding / integrated channels
Data-driven automation
The 6 new rules of marketing

08
Marketing has changed fundamentally
In 2010 a prospect checks Google on average 5x when purchesing, in 2014 this increased
already to 12x
75% of the Buyers Journey is completed before contacting a supplier
MarketingSherpa survey: within an average size company already 7 people are involved in
the Buying proces.

092015
Marketing Automation
Buyers have touched your website, read your social
media updates and checked you online before you
know it

10
80% of all B2B-customers say:
‘I found my supplier by myself’
(and not the other way around)

112015
‘Today it is not about reaching out more
and more’
‘It’s about standing out by being meaningful
and relevant’

12
Marketing Automation is about increasing the Customer
Lifetime Value… for both sides.

132015
Changing Buyer Landscape
Pre-sale engagement has changed dramatically:
Buyers used to have very limited information.
Now they have more than they can even use.
If you don’t want your marketing message to get ignored, it needs
to be more targeted and personal than ever before.
Nurturing leads with relevant content is now a requirement
‘The average sales cycle has increased 22% over the past 5 years due to more
decision makers being involved in the buying process’
- SiriusDecisions

14
‘By 2020 about 85% of all communications between
customers and companies takes place
without human contact’

16
Most important objectives for Marketing Automation
% of marketing, sales and business professionals from around the world
Improve performance measurement
Improve marketing productivity
Increase sales revenue
Increase lead generation
Improve lead nurturing
Improve lead quality
Improve marketing-sales alignment
Reduce sales cycle
23%
16%
26%
36%
41%
42%
44%
45%
July 2014
Source: Ascend2 / Research Partners

172015
Marketing Automation Results
400% 30%
50% 10%
Increase of 400%
of Marketing
Qualified Leads
(MQL)
Increase of 30%
of Qualified leads
for Sales (SQL)
More than 50% higher
conversion from lead to
customer
Increase of revenue
of 10%
after 6-9 months

18
Mastering the Buyer Journey
CHECKLIST
PRODUCT
FEATURES
AWARENESS
CONSIDERATION
DECISION
IMPRESSENTHUSE
ADVOCATE
Call-to-action
Call-to-action
Call-to-action
Call-to-action
Call-to-action
AU
TO M ATI
O
N
M
ARKETI
N
G
LEADNURT
URING + SCO
RING
100
50
10
VIDEOS
CASE STUDIES
TREND REPORTS
BLOGS
REVIEWS
START
INFOGRAPHIC
STRANGERS
VISITORS
LEADS
CUSTOMERS
PROMOTERS
ADVOCATES
WHITEPAPERS
© Stan & Stacy

192015
Marketing Automation Vendors

20
Module 1
Marketing Automation Basics
Buyer Profile
Webanalytics
Lead
Capturing
Lead
Scoring
List
Management
Lead
Nurturing
CRM
Integration
Online
Marketing

212015
Marketing automation is a strategy and a platform to
automate multi-channel marketing tasks to support
buyers in their journey which is about questions
and answers
Marketing Automation is about helping and educating
buyers in their journey, so they are tempted to become
new customers

22
Marketing Automation refers to the proces of using
a single platform (1st)
tracking leads, (2nd)
automating
personal marketing activities, and (3rd)
being able to
produce full closed-loop reports

232015
Marketing Automation is the foundation for
Premium content assets like:
Blogs
Newsletter
Video
Infographics
Whitepapers
Research reports
Surveys
ROI calculators
How to guides
Buyers guides
e-Books

24
Benefits and results of Marketing Automation
Marketers that have adopted MA say the main benefits of Marketing Automation are:
Taking repetitive tasks out of marketers hands, allowing focus on new/more exciting
projects (36%)
Better targeting of customers and prospects (30%)
Improving the customer experience (10%)
Better email Marketing (9%)
Reduction of human error in campaigns (8%),
Lead Management(4%) and Multichannel marketing (3%)
* Redeye and TFM&A Insights “The Marketing Automation Report 2014

252015
Your Marketing Challenges
Not enough leads to feed the sales funnel
No easy way to qualify leads
No way to effectively nurture leads
Big gaps in follow-up from the sales team
Can’t see where the leaks in the pipeline are
Don’t know which tactics are driving revenue
‘Only 27% of leads sent directly to sales are qualified.’
- MarketingSherpa
Roadblocks

26
The Marketing Solution
Sail through these roadblocks:
Fill your sales funnel by capturing leads with great content
Identify highly interested and sales -ready leads with lead scoring
Develop leads that aren’t sales-ready by automatically putting them
on nurturing campaigns
Instantly notify salespeople about leads that are ready to buy
See exactly when leads fall out of your pipeline and take action
Know which tactics are driving revenue with end-to-end ROI
Generate leads
Drive sales
Optimize
Campaign

272015
Automated Marketing Process
NURTURING
BUYER’S
JOURNEY
CONTENT
ASSETS
Closed-loop Feedback
meten, tunen
Answer Questions
Introduce Your Firm’s
Positioning
Address Common Sales
Questions
Provide Product &
Service Information
Address
Objections
Lead is Ready
For Sales
Establish Trust &
Thought LeadershipAwareness
Stage
Information
qualified leads
Consideration
Stage
Marketing
qualified leads
Decision Stage
Sales qualified leads
Blogging
Premium Content
(Top of Funnel)
Automated Emails with
Supporting Content
Brand Filter Offer
(Middle of Funnel)
Automated Emails
With Selling Content
Sales Offer
(Bottom of Funnel)
New Lead Generated

28
Marketing Automation Process
Buyer Profile
Webanalytics
Lead
Capturing
Lead
Scoring
List
Management
Lead
Nurturing
CRM
Integration
Online
Marketing

292015
A preview of Marketing Automation
Generate more leads by identifying anonymous web visitors and capturing them with forms,
so your sales funnel stays full
Increase number of qualified leads by nurturing all leads with personalized content
Drive more sales by identifying sales-ready leads for the sales team, and helping them follow
up as fast as possible
Improve up-selling and cross-selling by developing and retaining existing customers
See comprehensive ROI for every marketing tactic by tracking the entire sales process from
end-to-end
Marketing Automation is a set of tools that lets companies:

30
Marketing Automation goals
Supporting Today’s Challenges
451 3%
MORE REVENUE THE BEST COMMUNICATION TOOLS ANALYTICS FOR OPTIMIZATION
GENERATE LEADS DRIVE SALES MEASURE ROI
Marketing automation drives a 451%
increase in qualified leads for business
Get ahead of the competition. Only 3%
of B2B companies are currently using
marketing automation
Identify Anonymous Visitors With Visitors ID
Capture Information With Dynamic Forms
Campaign Optimalization
Social Media Integration
Lead Scoring To Alert Hot Leads
Email Automation For Nurtering
Behavior Tracking For Lead Insights
Sales Notfications
Comprehensive Campaign Analytics
Google Adwords Integration
Eliminate Waste
Content ROI Tracking

312015
Marketing Automation platform
website behavior
purchase behavior
3rd party data
email behaviour
contact data
web
COLLECT DATA
collect real-time data
from every customer
interaction with your
brand
UNIFY PROFILE
view of the customer,
based on behavioral
patterns
GAIN INSIGHTS
transform your data
into knowledge with
state-of-the-art,
smart technologies
REACH PEOPLE
reach your customers
wherever they are, to
maximize engagement
AUTOMATE CAMPAIGNS
orchestrate multistep,
omnichannel, trigger-
based programs across
the lifecycle
social
mobile
email
PERFORMANCE INSIGHTS
PREDICTIVE ANALYTICS
REALTIME REVENUE RECOVERY
WEBSITE PERSONALIZATION
CONTENT RECOMMENDATION
LIFECYCLE SEGMENTATION
automation
centre

32
Everything a Modern Marketer needs
VisitorID
Triple your leads by identifying
anonymous tra c
Sales Analytics
Enable your sales team with key
insights about each lead
Behavior Tracking
Understand your leads to create one-
on-one communication
Lead Scoring
Prioritize your pipeline and reach out to
sales-ready leads
Dynamic Forms
Capture more leads with forms
designed to convert
CRM Integration
Immediately plug your leads into your
sales teamÕs system
Sales Noti cations
Email or text sales team when a lead
indicates they are ready to buy
Email Automation
Send emails with triggers and build
personal relationships with leads.
Campaign Optimization
Eliminate waste and identify
opportunities

332015
Marketing Automation should be easy to use
It should be intuitive and compatible as possible.
Integrates seamlessly with third party CRM and CMS solutions so you can keep using what
you’re using
Streamlined interface that’s easy to learn and easy to use
Email creation tools that don’t need any HTML knowledge
Simple to set up tasks and workflows
Automatically generate detailed reports with a click

34
Module 2
Question: Do you know how your buyer purchases
things?
Persona’s are your reference for automating tasks
Buyer Persona’s and their journey

352015
Buyer Persona’s
Marketers who use persona’s and map content to the
buyer’s journey enjoy 73% higher conversions
(20% vs. 12%)
(Aberdeen Research)

36
Help to solve customers problems and challenges
A Persona tells Human stories about behaviors, thinking and interactions on the path to
accomplishing goals
Why? To learn Buyers from insights and achieve customer centricity
It’s about Buyer Behavior How do customers make purchase decisions? What goals are they
trying to achieve? What influences their choices?
Achieving Human Centered Marketing is about Hearing, Understanding and Modeling
(H.U.M.)
Archetypal and Research based understanding of the context, situations and problems
Achieving a common view of the Customer to develop new customer centric strategies and
solutions
Persona’s are at the Core of your Marketing Automation strategy

372015
Buyer Persona’s and Marketing Automation
Why do you need a Persona for Marketing Automation?
Marketing Automation platform collects data from various channels
Marketing Automation platforms registers all interactions, therefore provides reliable data
Offers possibility of segmenting recipients of your survey, so you can prepare it in a couple of
versions
Persona are your most importante reference for optimized conversations
Because it’s the most advanced tool for behavioral monitoring and analytics, building a complex picture of
users’ Digital Body Language.

38
Interview Buyers: ‘what are their goal directed buying behaviors’
What issue are you trying to solve?
What do you hope to accomplish?
What are the big things you work on daily?
What have you done to address?
Who gets involved with you?
What information helps with deciding?
What frustrated you about that situation?
What are some concerns you have?
What goes through your mind?
Thinking
GOALS Behaviors
Issues

392015
Seek patterns in 7 areas
Who Goals Context Behaviors Interactions
Mental
Models
Future

40
Scenario’s are about how a persona attempts to accomplish a goal
The narrative about the
behavior and the sequence
of events the persona
uses to accomplish the goal
GOAL:
Assure safety for the
crew at all times
Persona Scenario Goal

412015
Buyer Persona’s example
start
NL Blog
USA Blog
Search
Search
Follow Twitter
Follow Twitter
Blog emark.
Reinout
35
Senior Business Analist
Voetballen
Ja
Universitair / bedrijfskunde
Beinvloeder / beslisser
Ambitieus, scoren, succes,
snelle carriere paden, risico.
Thought leader, Branding
roadmap (Emark.Open)
Naam
Leeftijd
Rol / functie
Hobby
Getrouwd / gezin
Opleiding
Rol in sales proces
Achtergrond
In welke context gebruikt
hij het product?
Reinout
Buyer Journey
Data integratie
8
LandingsPage
Whitepaper
generiek specialistisch
geen veel
geen veel
geen veel
niet accuut accuut
geen veel
CAMPAGNE
Informatie behoefte
Informatie behoefte
Tijdsdruk op het werk
Gebruik internet tijdens werk
Digitale vaardigheden
Social media
PIJN, ANGST, FRUSTRATIES
& BELEMMERINGEN
DOELEN / BEHOEFTEN /
VERLANGENS / WINSTEN
Carriere
Outside of the box
Ambitie
Thought Leadership
Uitdaging
Scoren
Roadmap
Vastzitten in ambities
Niet vrij kunnen denken
Beperkt worden
LAAT ZICH LEIDEN DOOR:
HOORT, ZIET, DENKT, VOELT
Volgt laatste trends
Op de hoogte laatste nieuws
Keynotes, Seminars
(ONLINE) MEDIAGEDRAG
& COMMUNICATIE
Blogs
Twitter
Linkedin
Management literatuur
KEYWORDS
Big Data
Data import
Slimme selecties
Ecommerce data
Marketing automation
Lead nurturing
Event driven marketing
Life cycle marketing
Personaliseren
ga naar pagina 15

Good persona’s tell a human story
A Persona is a not a job or role description
Good Persona’s tell a Human Story and show Meaningful Patterns about their Goals,
Frustrations, Attitudes, Choices and Decisions
It’s about Buyer Behavior How do customers make purchase decisions? What goals are they
trying to achieve? What influences their choices?
Common Goals, Scenario’s and Interactions define the number of Persona’s you should
create
Develop realistic Persona’s and bring them to life with Stories
Align your Content with your Persona’s Goals based on Scenario’s
Translate Scenario’s into Experiences managed with your Marketing Automation platform
42

432015
Naam
Leeftijd
Rol / functie
Hobby
Getrouwd / gezin?
Opleiding
Rol in sales process
Achtergrond informatie
Beschrijf hier verhalend de belevingswereld van de persona. Denk aan
bijvoorbeeld het soort bedrijf. Hoe groot is dit bedrijf? Wat is de sfeer? Wat zijn zijn / haar
ambities? Wat is zijn / haar belangrijkste drijfveer? Welke waarden zijn belangrijk? Etc.
Beschrijf er minimaal drie en maximaal 5.
Heb je er meer? Stem dan samen, bijvoorbeeld door te
stipstemmen.
stipstemmen.
stipstemmen.
Beschrijf de belangrijkste mediakanalen en manieren van
communiceren. Wat voor bladen kijkt hij / zij? Heeft hij / zij een
smartphone? Zit hij / zij op sociale media? Zo ja, welke bij
voorkeur? Welke radiostations luistert hij / zij graag? Welke series
kijkt hij / zij graag? Voorkeurzenders? Etc.
Beschrijf hier verhalend hoe, wanneer en hoe vaak het product gebruikt kan worden en bij
welke taken.
In welke context gebruikt hij / zij het product?
Initiator, beïnvloeder of beslisser?
Informatiebehoefte
Informatiebehoefte
Tijdsdruk op het werk
Gebruik internet tijdens werk
Digitale vaardigheden
generiek
niet accuut
geen
geen
geen
specialistisch
accuut
veel
veel
veel
foto / tekening
ALGEMEEN ACHTERGRONDINFORMATIE PERSOONLIJKHEID / OVERIGE
DOELEN / BEHOEFTEN /
VERLANGENS / WINSTEN
PIJN, ANGST, FRUSTRATIES
& BELEMMERINGEN
LAAT ZICH LEIDEN DOOR:
HOORT, ZIET, DENKT, VOELT
(ONLINE) MEDIAGEDRAG
& COMMUNICATIE

44
Buyer persona’s
The best way to get a clear insight
on your customers needs
is to ask them

452015
Module 3
Lead Management
‘The process of generating contacts which may lead to a sale’
Strategy
Tactics
Capturing
Nurturing
Scoring
Sales Alignment

46
Lead Management strategy
Multiple touch points within the journey
PR Radio
TV
Print
Word
of mouth
Online Ads
Email
PPC
Social Ads Reviews
Blog
Media
Email
Ecommerce
Store
Website
Community
Forum
FAQ
Knowledge Base
Promotions
Blog
Social Networks
Newsletter
awareness interest consideration purchase retention advocacy

472015
Lead Management tactics
Blogging (SEO)
Premium content
Webinars
Adwords
Retargetting
Branded content
1. Atracting leadsd (ToFu)
Linkedin
Twitter
Facebook
Webforms
Landingpages
Call 3 Actions
Lead Scoring
Workflows
CRM Integration
2. Converting leads (MoFu) 3. Closing leads (BoFu)
Content Marketing Advertising Social Media

48
Marketing Automation tactics
ATTRACT
CONVERT
CLOSE
DELIGHT
PAGES BLOG KEYWORDS SOCIAL
MEDIA
FORMS CONTACTS LANDING
PAGES
CALLS TO
ACTION
EMAIL
EMAIL
WORKFLOWS LEAD
SCORING
CRM
INTEGRATION
WORKFLOWS SMART
CTA’S
SOCIAL
MEDIA
CLICK HERE
CLICK HERE
Top of Funnel
Middle of Funnel (MAP)
Bottom of the Funnel (MAP)
Customer (MAP)

492015
Lead qualifications (Funnel)
The value of contacts for you
Suspect (anonymous visitor)
Known visitor (i.p. number)
Prospect (captured unqualified lead)
Lead (shows interest)
MQL (Budget Authority Need Time )
SAL (qualified and accepted by sales)

50
Lead Management
But first: sales alignment is crucial
What is a good lead for sales to follow up?
What intel + behaviors?
What explicit and implicit characteristics?
Closing the Marketing Loop
Use B.A.N.T. as a reference (Budget, Authority,
Need & Time)

512015
Lead Nurturing
Maintain permission to stay in contact with the prospect
Establish key ideas, thoughts, or comparison points through education
Watch for signs of progress through the buying cycle
‘Building effective relationships with potential customers throughout the buying journey’
‘Educating qualified sales leads who are not yet ready to buy’

52
Lead Nurturing is not…
Sending out newsletters every month
Blast your entire database a new case study
Send all early stage leads the same series of emails
Call leads every four weeks to see if they are ready
Promoting your products and services without considering the
prospects interests or stage in the buying cycle

532015
Lead Nurturing is about...
Sharing relevant and valuable content, even if the prospect never buys from you
Answering questions
Being relevant to the buyers problem
A follow up on previous conversations and content they have engaged with
Personalized 1 on 1 communication

54
Lead Nurturing Challenges
Managing Data Quality
Getting better Engagement
Right timing / cadens
Creating enough quality content
Creating an emotional connection
Measure & proving lead nurturing

552015
Lead Nurturing vs Drip marketing
‘ A drip marketing program sends (drips)
communications (email, direct mail, etc.) at a specific
cadence set by the marketer.
But it does not take into account their activity and
behavior because it is static and non-adaptive
Motivating leads into the funnel with relevant and
timely content based on (predictive) behavior is called
Lead Nurturing

56
Nurturing Stages
© Stan & Stacy
CHECKLIST
PRODUCT
FEATURES
AWARENESS
CONSIDERATION
DECISION
IMPRESSENTHUSE
ADVOCATE
Call-to-action
Call-to-action
Call-to-action
Call-to-action
Call-to-action
AU
TO M ATI
O
N
M
ARKETI
N
G
LEADNURT
URING + SCO
RING
100
50
10
VIDEOS
CASE STUDIES
TREND REPORTS
BLOGS
REVIEWS
START
INFOGRAPHIC
STRANGERS
VISITORS
LEADS
CUSTOMERS
PROMOTERS
ADVOCATES
WHITEPAPERS

572015
Lead Scoring
‘Translate digital body language into the next action’
Lead scoring can’t begin until marketing and sales agree on the definition of lead qualification
Must include A Fit and B Engagement
Go for B.A.N.T. as a reference (Budget, Authority, Need & Time)
Apply progressive profiling tacticsSQL (ready to buy)

Lead Scoring assets
Implicit data
Explicit data
Scoring
Authority
Time
Nurturing
Scoring
Sales Alignment
Nurturing
Scoring
Sales Alignment
Implicit data
Explicit data
58

592015
Lead Scoring matrix
hot50+
Implicit score
Explicit score A
B
C
24-50
0-25
0
50+
1 2 3 4
24-50 0-25 0
hot
hot
hot
hot
hot
warm
warm
warm
warm
cold cold
warm
warm
warm
warm

612015
Lead Nurturing + Scoring Benefits
23% revenue improvement (Sirius Decisions)
30% deal close ratio (Marketo)
192% average lead qualification rate
(Aberdeen)
Increase number of sales ready leads
Follow up the right leads
Educate and build trust
Stop missing legitimate opportunities
Fever deals > Dive deeper
B2B organisations that nurture see 50% more sales-ready leads at a 33% reduced cost! (Sirious)
Companies that do Nurture see 451% increase in number of leads (Aberdeen)
10% or more revenue increase can be seen after 6-9 months after starting (Gartner)

62
Module 4
Campaign Management
‘a series of messages that share a single idea and theme’

632015
Plan & Execute campaigns
Delivering a personalized customer experience
Engage the right audience at the right time in their buyers journey
Across all channels including email, website, display search, video advertising, and mobile
Track how prospects and customers respond
Manage Marketing ROI
Orchestrate how the system should automate responses based
on audience engagement
Create a compelling StorySQL (ready to buy)

2015
all right reserved
LEAD
BLOG /
ARTICLE
CASE STUDY
AWARENESSMARKETING FUNNEL EMAIL CAMPAIGNINTEREST CONSIDERATION CLOSED
DEMO
DISCUSSION
E-BOOK
EVENT
GUIDE
HOLIDAY
GREETING
INFOGRAPHI
NEWS
PICTURES
PRICING
SELL SHEET
PROMO
REPORT
REVIEWS
SEASONAL
REMINDER
TESTIMONIAL
VIDEO
WEBINAR
WHITE
PAPER
PROSPECT
OPPORTUNITY
CUSTOMER
LEADS
(awareness stage)
Anyone in your
market. At this
stage, your goal
is to get your brand
on their radar,
bumping them into
the prospect stage.
PROSPECTS
(interest stage)
Those who know of your
brand and have a pain-
point you can solve. Your
goal is to provide value
and educate them on how
the types of products and
services you deliver can
alleviate their challenges.
OPPORTUNITIES
(consideration stage)
Those who are actively
evaluating your business
against other solutions. Your
goal here is to provide all of
the resources opportunities
needed to make a buying decision.
CUSTOMERS
(closed stage)
Opportunities are now
customers. Your goal is
to keep them engaged so
they will be repeating
customers.
Thought
Leadership
How - To
Trending
Topic
Trending
Topic
Networking
Trending
Topic
Trending
Topic
General
Greeting
General
Greeting
Company
Culture
Company
Culture
Company
Culture
Company
Culture
Fun
Informative
How - To
Educational
Customer
Story
Live
Walkthrough
Positive
Buzz
Needs Customer
Input
Industry
Conference
User
Conference
Thanks for Being
a Customer
Educational or
How - To
Regional or
Industry Related
Educational or
informative
Pricing and
Discounts
Features and
Benefits
Sweeten the
Deal
Tied to
Offer
Product or Service
Updates
Cross - Sell or
Up - Sell
General
Industry
Related
Trending
Topic
Analyst
Recommendation
Trending
Topic
How
To
How
To
Trending
Topic
Viral
Trending
Topic
Stats and
Data
Customer
Recommendation
Customer
Story
How - To
Reviews on Third
Party Sites
General
Greeting
Cross - Sell or
Up - Sell

66
Campaign tactics
Events
Renewal
Training
Re-engament
Educational
Promotional
Sharing relevant and valuable content,
even if the prospect never buys from you
Answering questions
Being relevant to the buyers problem
A follow up on previous conversations and
content they have engaged with
Personalized 1 on 1 communication
Drip Campaign Nurturing Campaigns

672015
Capturing and list building
The irresistible (opt-in) offer
An offer (premium content)
Call 2 Action
Landing page
Web form
Progressive profiling tactics
A/B testing

2015
692015 All rights reserved.
Form fields

70
Progressive profiling
First Name
Last name
Email
Company
GET OFFER
First Name
Last name
Email
Company
Job title
Phone
GET OFFER
Tim
Smith
tim.smith@company.com
Company
BASIC LEAD FORM
RETURNING LEADS -
PRE POPULATE - GATHER MORE
1.
3.
GET OFFER
Welcome back Tim Smith.
Please complete the form to
receive the offer...
First Name
Last name
Email
Company
GET OFFER
Tim
Smith
Company
Email
Industry
What is your budget
When do you need
this solution
GET OFFER
Please Choose...
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Please Choose...
RETURNING LEADS -
PRE POPULATE
RETURNING LEADS -
PERSONALIZE - PRE POPULATE -
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2.
4.

72
Build profiles step by step

732015
List segmentation
Identify the digital body language
On Off Campaigns
Targeted Sales Support
Targeted Buyer Personas
Basic Reporting
Drip Nurturing
Keeping up with Lead Stages
Estimating Lead Flow
Marketing Campaign execution
Segmenting for Personal Touches
Segmenting for Reporting
Static Lists Dynamic Lists

Advanced list segmentation
For ‘if this then’ statements: IF <condition> is true ’then do’ <action>
Basic Segmentations looks for match on a single point
Segmentations are Automations across multiple points
Basic Statement: If <condition> is true then do < action>
Conditional Statement: Two or more Basic Statements are nested
(example: VP Sales in Amsterdam then > Revenue greater then….
Important: minimize risk of failure (human error)
Test and check!
Advanced segmentation in a set of parameters
74

2015
Campaign report management

76
Campaign insights
DIFFICULTY
What
happened?
HINDSIGHT
INSIGHT
FORESIGHT
OPTIMIZATION
INFORMATION
®
VALUE
Descriptive
Analytics
Prescriptive
Analytics
Predictive
Analytics
Diagnostic
Analytics
Why did it
happen?
What will
happen?
How can we
make it
happen?

2015
Campaigns & reports
A campaign is a series of messages that share a single idea and theme, grouped by
media type.
Campaigns show marketing results, like number of visitors and leads, grouped by
media.
Campaigns show costs and revenue per lead and media. Which media has the best
ROI?
To have a complete overview, you can group campaigns.

78
Campaigns & reports
Most useful metrics
Open rate
Conversion rate
Leads generated
Cost per lead
Revenue generated
Click-through rate
Pipeline value
Unsubscribe rate
11%
0%
28%
39%
39%
41%
48%
70%

792015
Campaign report example

80
Campaign benchmarks
Lead nurturing emails get 4-10 times the response rate compared to standalone email blasts
Lead nurturing emails generate an 8% CTR compared to general email sends, which generate
just a 3% CTR
Personalized emails improve click-through rates by 14%, and conversion rates by 10%
22% of B2B organizations touch leads with lead nurturing on a weekly basis
Lead nurturing emails have a slightly higher unsubscribe rate (1%) than individual email sends
(0.5%), indicating their effectiveness in removing unqualified leads from the sales funnel
Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-
nurtured leads

812015
Marketing Automation in action
‘Show me’
Short demo of how Stan & Stacy MA system
works

82
Module 5
Implementing Marketing Automation
‘Taking it Step by Step’

832015
God is in the details
Don’t fool yourself, Marketing Automation does not
make life easier, it is hard work!
So prepare well.

84
Strategy first
Tactics before Features
Cost per Lead and Revenue per Lead
Team skills requirements
Tool selection

852015
Apply the four D’s:
Discover, Define, Deliver & Drive

86
Discover
Do you nurture today?
Do you work with Persona’s?
Who are the audiences you like to target?
What is the state of your content assets?
Prioritize: New leads, Lost deals, On boarding, Up-sell
What are your current cost per lead vs revenue per lead?
Review Marketing Automation best practices

872015
Define
How will Marketing Automation play a key role in your business?
What will the impact be on your organization and how are you facilitating this change?
Maturity roadmap: where are you now and where do you want to go?
Business requirements need to be translated into functional and technical requirements
What Nurturing programs you want to establish
What goals you want to achieve in terms of cost and expected revenue per lead
What skills you need to be trained for

88
Deliver
Work from a Program and Campaign Framework and include:
Web strategy
Lead scoring
Segmentation
Pilot programs
Data Management
Reporting

892015
Drive
Create a Deployment Kit that includes:
Campaign templates
Training materials
Lead scoring models
Best Practices
Benchmark data
CRM integration explenation

90
Marketing Automation team
Develop multi talents for multi tasks
Roles
Tasks
Skills

912015
Marketing Automation roles
Setting the stage for quality content
Focus on early, mid and late stage
content
Create content for multiple channels
Message across Social, Inbound and
Paid media
Editing skills (less is more!)
Writing skills
Listening skills
Willingness to experiment
Define segments and nurture flows
Determine data fields
Systems check: are campaigns running
smoothly
Implement and monitor procedures
Attention to detail
Technical skills
Troubleshooter
Nurture Content Nurture Operations manager

932015
Key skills and tasks
Researching and modeling Persona’s
Listening, understanding,
interviewing
Buyer Persona Expert
Conversion rates
See where the leaks in the pipeline are
Marketing Analytics
Premium content creation
Storytelling writing skills
Content Manager
Big gaps in follow-up from the sales team
Can’t see where the leaks in the pipeline
are
Sales Manager
Experience design
HTML, CSS, design + coding
Design expert (external)
Create a compelling story
Orchestrate audience engagement
Campaign Manager

94
Selecting Marketing Automation vendors

952015
Selecting the right solution for you
Buyer Journey diversity
Lead Scoring complexity
Data set / Segmentation
Integration (API / CRM)
User Interface
Analytics & Reporting
Requirements
Skill / Training requirements
Technology landscape
Local Partner ecosystem
Cultural Fit
Business Case
Organisational

96
But before you buy...
Work from a Program and Campaign Framework and include:
you have GOALS?
Do you have CONTENT?
Do you have MORE CONTENT?
Do you have PROCESSES?
Do you have TIME (and TEAM)?
first answer these questions:
Buy it, but don’t buy it “right now” unless you can really answer all of these questions
and you are ready for commitment.

972015
But before you buy...
Define your business goals, specify your system requirements, select against
requirements and calculate your expected ROI in a business case.
understand HOW to buy Marketing Automation
Don’t make cost your #1 concern
Don’t let yourself be dazzled by features and functions
Don’t use a “me too” strategy
Don’t ignore your existing environment
Create a scoring matrix

98
Segmentation and targeting
- dynamic segmentation or just list pulling
- company size
- geography
- other segmentation capabilities
- title
- industry
Do you offer multi-channel reporting
Can you track website activity to anyone in the database or
just those who click a link in an email or fill out a form
How is reporting done, natively or through an API
Can reports be customized
Are reports available in real time
Progressive profiling forms
Dynamic email capabilities (i.e. inserting personalization
field data into forms dynamically
Easy to schedule and execute trigger and drip campaigns
Easy to use interface
Questions / Does your MA tool have: Details
- PPC and SEO tracking
- other tracking capabilities
- heat maps
- email activity
- PPC and SEO tracking
- email activity
- website tracking
- landing pages
- are these automatic or manual
Yes / No
- social media

2015
PPC
- scoring based on activity
Multi-dimensional lead scoring capabilities
- scoring based on demographics
- what analytics are available
to which platforms
- can we post directly to social platforms from MA?
- can you retro track past activity to someone who fills
out a form today?
- is it in real time or an daily upload
- is it native or an API
CRM integration
- do you have a blogging tool
- complexity of system implementation
- speed to use - how long to get up and running
- first campaign set-up support
- support during start up
- speed of implementation
Implementation
Scheduling and Task Management
- are these automatic or manual
Yes / No
- do you track to keyword only or can you track to a
specific PPC campaign?
is it integrated and tracked?
Social
- is data synced in both directions so that data in CRM
and MA is always current and accurate

100
- do you oﬀer a free trial
- do we apy for active contacts or everyone in the MA
database
Third-party application integration
ROI analysis
Budget Tracking and Forecasting
Global and multi-site capabilities (only relevant to
international companies)
Multilingual Support (if sending communication in more
than one language)
Easy to schedule and execute trigger and drip campaigns
Pricing
- cost for campaign design if needed
- limitation on number of users (licences)
- do you require an anual contract
- costs for training new hires after onboarding process
- costs for IT engineering, technical troubleshooting
and support
- how much more for additional contacts
- available packages and what’s included
- cost for start-up and training
Yes / No
- maximum number of contacts per package
- any other ongoing costs to consider

2015
Module 6: business case
SHOW ME
THE MONEY

102
Business case
A good business case will explain the problem, identify possible options to address it and
recommend a preferred course of action.
Allow decision-makers to decide which course of action will be best for the organisation.
It will also allow any changes to the scope or timescale of the project to be assessed against
the original purpose.
Business case is the answer to the ‘Why’ of a project

2015
Get over the next hudle
no matter what
Business case assumptions
flexed to produce
desired outcome
Business case filed away
and never looked at again
Rigorous assesment of
opportunity based on objective
assumptions from the business
Well understood and bought-into
model used to set product
direction on an on-going basis
Business case produces
credible and realistic model
Commen
Objective Deliverable
Creative Fiction Section
Outcome
Ideal
Assumption 1
Assumption 2
€ 0,00 in Feb
€ 14
€ 0,00 in Feb
Rev

104
Business case
CREATE BUY IN SUPPORT
BIG IMPACT OP SILO ORGANISATIONS
PATIENTS
MANAGE EXPECTIONS
Business case in Marketing Automation
Share & Build with Right People & Decision-makers
Buy-in
Invested
Aware Informed Involved

1052015
Business case
Who are the stakeholders?
What is your timeline?
Templates or guides
to follow
Level of detail needed?
Who can help you
along the way?
Available budget
restrictioins
Understand
the process
Link to business goals
& objectives
Baseline metrics
(now situation)
Identify Risk and
assumptions
Describe potential
business benefits
Explore alternatives
Explore funding
Gather
the inputs
Clearly state the value
financial and non-financial
Short description of
changes and planes
List all costs & benefits
Scenario’s & alternatives
Project risks
& how to manage
Funding
Build
the Case
Tell
the story
Share & Build with Right People & Decision-makers
Buy-in
Invested
Aware Informed Involved

106
Investment vs revenue
Bijdrage
Tijd >

1072015
Costs: system costs
System: cost to license and operate the
marketing automation system itself
Support: payments for access to customer
support and system upgrades
Service: payments for services beyond
user support. Cost depends on the scope
of the effort
Integration
Implementation
Training
Scoring
Indirect
Marketing Operations:
IT Operations:
Sales Operations

108
Marketing Program Costs
Acquisition (new leads / contacts)
Lead Nurturing
Sales
Growth
CHECKLIST
PRODUCT
FEATURES
AWARENESS
CONSIDERATION
DECISION
IMPRESSENTHUSE
ADVOCATE
Call-to-action
Call-to-action
Call-to-action
Call-to-action
Call-to-action
AU
TO M ATI
O
N
M
ARKETI
N
G
LEADNURT
URING + SCO
RING
100
50
10
VIDEOS
CASE STUDIES
TREND REPORTS
BLOGS
REVIEWS
START
INFOGRAPHIC
STRANGERS
VISITORS
LEADS
CUSTOMERS
PROMOTERS
ADVOCATES
WHITEPAPERS

1092015
Revenue expectations
HOW MUCH EFFORT TIME
AND EFFORT DOES IT COST:
• Create an email
• Build a campaign
• Find leads
• Create a solution
• Make a proposal
• Get a signature
INCREASED
PRODUCTIVITY:
+ More qualiﬁed leads
+ more opportunities
+ larger deals
+ faster conversion
+ more revenue
WHAT IS THE QUALITY:
• Inbound traﬃc
• Sales rep outbound touches
• Content relevance
• Buying journey match
• Relationship
PROCESS,
TECHNOLOGY,
SKILLS
KWOWLEDGE,
MOTIVATION
EFFECTIVENESS: QUALITY, CONVERSION, REVENUE
EFFICIENCY:TIME,RESOURCES

Revenues
USABLE DATABASE
50,000 NAMES
ASP: $ 50,000
ASP: $ 150,000 $ 250,000$ 180,000$ 50,000
No MAP With MAP
No / weak processes
MARKETING AUTOMATION: CALCULATING RETURN ON INVESTMENT
Average processes
$ 150,000 $ 60,000 $ 750,000
1,000
850
40
5
1
85%
5%
11%
18%
Inquiries
(2% response rate)
Leads
Inside sales
qualified
Opportunity
Closed / won
business
1,500
1,150
58
6
1,2
75%
5%
11%
20%
Closed / won
business
2,000
78
45
22
5
3,9%
58%
49%
23%
Closed / won
business
Inquiries
(3%, 4% response rate)
Marketing
qualified leads
Sales accepted
leads
Sales Qualified
leads
Inquiries
(3%, 4% response rate)
Marketing
qualified leads
Sales accepted
leads
Sales Qualified
leads

2015
Contact
Good luck with Marketing Automation and remember:
‘Think Big but take it step by step’
Studio:
Email:
Kalkoenstraat 11-G
1022 BA | Amsterdam
+31 (0) 20 22 392 33
aldo@stanandstacy.com
alexander@stanandstacy.com

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